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Malaysia’s Mutiara Hotels & Resorts has targeted the Meetings, Incentives and Exhibitions (MICE) market as an important growth area for the hotel group in the coming year. The group is optimistic about significantly increasing arrivals into the country from this sector through its attendance at one of the region’s most comprehensive travel marts, the 10^th Asia Pacific Incentives Meetings (AIME) in Melbourne, Australia to be held from February 19-20.

Mr Halim Merican, General Manager, Yield and Revenue Management of Mutiara Hotels & Resorts, who will be one of the representatives from the six Mutiara properties, is very optimistic about the group being able to increase arrivals into Malaysia from this sector of the tourism market this year.

He said: "The MICE market is an important business segment for the Mutiara Hotels and Resorts and as all the key industry buyers will be in Melbourne it is vital for us to be represented to keep the market informed of the exciting new developments that are occurring within the group. We shall be reinforcing with the industry attending AIME that Malaysia as a conference, meetings and incentives venue, is an excellent travel destination, that it offers many unique facilities for meetings and that there are many value-for-money hotels and resorts like those belonging to Mutiara".

Mr Halim mentioned that it was important for Mutiara Hotels & Resorts to continue to raise the awareness of the Mutiara brand name within the travel industry, as it is a relatively new one. "We have set out to develop a uniquely Malaysian owned and managed hotels and resorts group and we feel this is important for those who attend meetings here as we want them to learn a little about our rich culture and heritage so that they will return to Malaysia again and again either for meetings or vacations. There will be industry representatives at AIME who will want to know of any new developments within the group and we think that the investments we have made into our properties over the past year should be enough to sway both existing and new business our way", he added.

Mr Halim mentioned that the hotel and resort group has many affordable meetings, incentives and exhibition packages that will appeal to MICE organizers.

Mr Halim mentioned that there were many changes within the hotel and resort group. "One of the purposes of marts like AIME is not only to expose our new brand to the market but to update corporate and travel buyers of all the changes, updates and improvements we have made to our properties".

He commented that there have been many new developments in the Mutiara properties to make them even better venues for meeting groups.

Mr Halim continued: "Everyone in the industry has had to get a little smarter to chase the meeting dollar. As such, we are continually investing money back into our hotels to make them more attractive. The most important investment to the Mutiara portfolio is the ongoing RM85 million renovations to our flagship property, the Mutiara Kuala Lumpur. This is a very exciting renovation programme that will see the return in the second quarter 2002, of one of the nation’s leading hotels. This property originally started as the Hilton Kuala Lumpur and it was the first major international hotel group to establish here in Malaysia. We are incorporating modern technology and state-of-the-art facilities to make it as contemporary as the world’s best".

The Mutiara Beach Resort Penang is continuing to develop its excellent conference facilities overlooking the Penang seaside at Teluk Bahang. The Catch is a dedicated meeting facility adjoining the beautiful deluxe resort and is equipped with the most modern meeting facilities. There is no other meeting facility in Malaysia that is so ideally situated within eyesight of the beachfront.

Mutiara Taman Negara is located deep within one of the world’s largest tracts of undisturbed lowland rainforests. This ancient rainforest needs little to enhance adventurous meeting attendees but the recently renovated Seri Mutiara Restaurant within the resort adds additional class and style for those planning to hold a meeting here.

The Seashell Beach Café at the Mutiara Burau Bay opened last year and over the past few months has developed into one of Langkawi’s most exciting dining and entertainment outlets on the island. Small meetings and incentives groups will enjoy the warm hospitality and fun nights provided at the café. In addition, the resort has opened an Adventure Camp, which corporate team building facilities in and around the coastal forests that surround the resort. The resort has recently purchased the most advanced watersports equipment to offer excellent recreational facilities for those attending meetings and conferences at the resort.

Mr Halim continued: "The uncertainty in the tourism industry appears to be receding and there is more confidence in international trade as well. Therefore, we believe that AIME will be good for our business. We have been building upon our strengths over the past few years and it is now paying dividends. Mutiara Hotels & Resorts has some excellent properties and Malaysia remains a rewarding destination for foreign corporations to combine both business and leisure".

He concluded that: "Foreign travel marts are always important for the tourism industry in Malaysia and our presence at AIME reinforces the strong working relationship we have with the industry buyers in Asia Pacific".

Mutiara Hotels & Resorts are managed by PERNAS Hotel Management Sdn Bhd, a subsidiary of PERNAS International Holdings Berhad. The group has six properties located in key cities and resorts in Malaysia that include Burau Bay (Langkawi); Johor Bahru (Johor); Kuala Lumpur; Pedu Lake (Kedah); Penang and Taman Negara/National Park (Pahang).